CITY UNIVERSITY

OF SCIENCE & INFORMATION TECHNOLOGY

COURSE OUTLINE
Code
Credit Hours
Course
Objective

Mkt - 201
Title
Strategic Marketing
3
Semester Spring-2012 MS Management Science
The goal of instructors in many marketing classes is to create ways to
inform participants about marketing theories and how to apply them to
contemporary business scenarios. Practitioners create a method of
translating marketing practices, strategy and theory into a format that their
students will comprehend. Through marketing textbooks, presentations
and case studies, students should be able to grasp all aspects of
marketing strategy and become capable of using them to create a
marketing plan. This course has been designed to provide managers and
decision-makers with the understanding of various strategy techniques
and aims to equip them with the skill set to analyze the markets and make
appropriate planning to formulate relevant strategy for implementation
After completing this course, students will be able to:
Identify the role of marketing in an individual business.
Verify the importance of a customer orientation on the part of all
employees of an organization
Apply strategies to not-for-profit organizations as well as for-profit
businesses
While the lectures aim to equip participants with general frameworks and
understanding of strategy planning, the discussion and exercises help to
steer the sessions closer to the business and industry for the individual
participant.

Instructor

SHAHZAD KHAN

Suggested Book

Phillip Kotler and Kevin Keller Marketing Management

(12th edition), Pearson-Prentice Hall.

Strategic Management; concept and cases, 12 th edition,

Fred R. David.

Reference book

Strategic Marketing Problems: Cases and Comments (Ninth

Edition, 2000) by Roger A. Kerin and Robert A. Peterson, Prentice
Hall.

Class Policy

1.

2.
3.

Students must reach the class-room in time. Attendance shall be

marked at the start of the class. Late-comers may join the class,
but are not entitled to be marked as present.
Students failing to secure 75% attendance shall not be allowed
to sit in the Final Examination.
Students, who are absent on the announcement date of
assignment / test, must get the topic / chapter of the test /

4.

5.
6.
Evaluation Criteria

assignment confirmed through their peers.

Assignment submission dead-line must be observed. In case
of late submission, 10% marks per day may be deducted after
due date.
Mobile phones must be switched-off in the class-room.
Course-books and relevant course-material is available in the
Library for reference and photo-copying.

Internal Evaluation

= 50 Marks

Mid-Term Exam

15 Marks

Attendance

05 Marks

Major Assignments

10 Marks

External Evaluation = 50 Marks

Final Term Exam

50 Marks

Tests/Quiz/Presentation/Assignment
19 Marks
Teacher Evaluation

Week

1.

2.

3.

01 Mark

Topics to be Covered

What is marketing?
Introduction to Strategic Marketing.
Strategic management and customer
perspective.
Market analysis and its components.
Strategy and its types.
Integration strategy.
Backward, forward and horizontal integration.
Diversification strategy
Related Diversification (concentric
Diversification).
Unrelated Diversification (horizontal and
conglomerate Diversification).
Intensive strategies.
Market development, Product development
and Market Penetration.

Defensive strategies.
Retrenchment,(down sizing, Rightsizing)
Divestiture and Liquidation.
Michel porter generic strategies of cost
reduction, differentiation and focusing.

Date of Topic
Covered

 Non engagement strategy.

Strategies of Market Leader, Challenger and
follower.

4.

5.

6.

7.

Market Segmentation
Requirement for market segmentation.
Types of Market Segmentation.
Geographic Segmentation.
Demographic Segmentation.
Psychographic segmentation.
Role of segmentation in making and
implementing appropriate market strategy.
Marketing environment.
Micro environment.
The company, suppliers, middlemen,
customrers, competitors and public.
Macro environment.
Natural, Technological, Economic, Political,
demographic and cultural environment.
Need of marketing environment in appropriate
market strategy.
3Cs The Company, Customer and
competitors.
Customer value and customer cost.

Market Information.
Importance of marketing information in
marketing strategy.
Internal Records System
Marketing Intelligence System
Marketing Research System
Six step model of marketing research system.
MID-TERM EXAMINATION

8.

Strategy formulation.
Strategy formulation, implementation and
evaluation.

9.

10.

11.

12.

13.

14.

15

Internal assessment.
Nature of internal audit.
Internal audit
Key external sources and organization.
External audit.
Strategy formulation framework.

Input stage.
Matching stage.
Decision stage.
Analysis Models.
SWOT Matrix
Space Matrix
Strategic Business Unit
BCG Matrix
IE Matrix.
Grand Strategy Matrix.
Quantitative Strategic Planning Matrix
(QSPM).
Case Studies.
Case Studies.
Case Studies
Viva.
Presentations.

Submitted by the Subject Teacher: Shahzad Khan

Approved by the Head of Department _______________________________
Dated ___________________________